Robot Takeover:

• A Casale Media VP points out that the time value of media is in flux. TV buyers are willing to pay big bucks for "primetime" avails. But is that because it's easy to transact larger numbers during the heavy viewership times, or is it more valuable because it's more effective for it being evening? In the online robotic buying space, there is no primetime bias. This could be because arbitrary budget limits create an odd clock of relative bidding populations; or it could be because online media bidding is sussing out the actual time value of media. Or perhaps the latter is true and the former may develop if the robots get their act together.
• AOL, perhaps embarrassed that its Advertising.com acquisition is outshining the once-media-giant firm, is rebranding the division AOL Networks. As previously reported, they have ambitious plans to maintain their growth relative to the once-dominant walled content service.

Advertising:

• Oreo's quick reaction during the Superbowl blackout wasn't just luck: they had a war room operating, staffed with creatives. The web and its social media spawn are forcing agencies and brands to think on their feet.

Analytics:

• ComScore will now track what your fridge is viewing, having added various mobile and other internet-connected devices to their panel data.